The setting
extends its payments work to individual people with , a mobile wallet app with a virtual Mastercard for paying friends, settling bills and paying businesses.
Tomorrow's cashback promises outlast the evidence used to fund them.
Growth protects the repeat-spender target while Finance protects the remaining cash from uncertain reward liabilities.
Who you’d be doing this for
“I paid twice this week because the offer said I'd get cashback. Now I'm checking every purchase to see whether it counts.”
Thomas Stewart · Café customer and personal account user · a character in this brief
Joined through a merchant promotion and is deciding whether to keep using the account for everyday spending.
What is at stake
A cashback campaign has drawn 18,000 sign-ups, but repeat spending may include reward abuse. You must weigh tomorrow's binding offers against a growth target that Finance will not fund on optimistic assumptions.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- repeat-spender volume vs cash exposure
- simple eligibility vs resistance to abuse
- merchant distribution vs attribution certainty
- early commitment vs mature customer evidence
Why SumUp
Merchant placements and direct advertising feed the same consumer activation funnel but carry different attribution gaps and reward exposure.
Written with these in mind
Not your kind of problem? 38 more at SumUp, or browse every organization.
Where the organization context comes fromThe postings this brief was written from, and the reporting read before it.
The organization context comes from public information. The situation and characters are written for the brief.
Job postings it was written from
Public descriptions of the work at SumUp. They are listed as sources, not as openings. The lines under a posting are its own words, where it meets this brief.
- CRM Manager- Consumer (opens in a new tab)
- The Consumer CRM team turns every new sign-up into an active, engaged customer by designing the journeys that guide people from onboarding through to their first transaction and beyond.
- Write clear, on-brand campaign copy for every channel, from push notifications to email, supported by AI agents built for the job
- Head of Consumer Growth (opens in a new tab)
- Take commercial ownership of growth investment, including channel mix, acquisition cost, incentives, promotions, attribution and forecasting.
- By connecting consumers and merchants within the same ecosystem, we can change the economics of payments.
- Growth Marketing Manager, Credit Products (opens in a new tab)
- Define and execute online acquisition strategies across web and app, including Google, Meta and TikTok.
- Own acquisition, conversion, activation, retention and cross-sell initiatives across paid, organic and lifecycle channels.
- Brand Manager - Marketing Effectiveness (opens in a new tab)
- Run SumUp's consumer and B2B brand trackers across six markets, keeping the data accurate and the targets realistic
- Senior Marketing Manager - B2C (opens in a new tab)
- Work closely with teams across Hardware, CRM, and other business lines to get consumer acquisition placements shipped through channels you don't directly own
- Build and maintain reporting on merchant-to-consumer acquisition performance, using it to inform channel-mix decisions and prove cost-per-customer against direct advertising
Reporting read before this brief was written
The pieces closest to the situation in this brief.
OKX launched OKX Money on 6 October 2026, a standalone app combining stablecoin savings, payments, transfers and card spending, offering up to 10% APY on eligible USDG balances and up to 10% cashback on eligible purchases.
OKX Launches Standalone Stablecoin App With Up to 10% APY and 10% Cashback - Dave Finances (opens in a new tab) · davefinances.com · Oct 6, 2026
A PYMNTS Intelligence survey of 2,108 U.S. adults, reported in July 2026, found wallet adoption rising fastest among younger consumers and those under financial pressure, with 36% of Gen Z using a digital wallet for their latest retail purchase in November 2025, up from 15% in March 2024.
PYMNTS | 36% of Gen Z Consumers Now Pay With Digital Wallets (opens in a new tab) · pymnts.com · Jul 17, 2026
This is the setup. The work is inside.
Running it puts you in the room: the full situation and its constraints, stakeholders who push back in their own words, and the decisions that are yours to make. What you produce becomes a Day One Plan — work you can show someone instead of describing.
Where similar work appears
Other live briefs connected to this one, and what connects them.
Similar problems at other organizations
Like this one, each of these is about betting growth on an outside partner or launch.
A fitness merchant's $300,000 campaign rests on a sales promise its evidence no longer supports.
You must weigh a seasonal acquisition opportunity against an irreversible media purchase and a guarantee finance will not cover.
Contribution from the expanded incentive cohort fell 22% after automated campaigns widened eligibility.
You have to weigh visible trip volume against evidence that the spend is truly incremental.
Paid account openings are rising while too few of those new members set up direct deposit.
You must weigh immediate acquisition volume against a cohort that can become a primary banking relationship.
The same setting, from another role
Each is set around SumUp’s SumUp Consumer (SumUp Pay), written for a different role. They’re separate briefs, not the same scenario.
Spending signals show recurring low balances before expected outgoings among people already using Spaces.
You must weigh a useful reserve against rules that make consumers unsure what money they can spend.
A network disruption left UK transfer instructions in uncertain states, and some may already have moved.
You must weigh faster access to money against an irreversible risk of duplicate execution.
Duplicate transfer-status notifications reached 4.8% after a deployment, despite correct money movement.
You must weigh a fast idempotency change against preserving retries when an external response is uncertain.
Other problems with a similar purpose
In each of these, as in this one, the aim is to make a bold growth decision that still holds up to scrutiny from the people it affects.
A trust-report campaign's top-testing headline rests on a benchmark from sampled customer data and unchecked machine-made categories.
You have to weigh the demand it could create against a claim you may not be able to back.
Non-designer participation is down 19% in large workspaces 120 days before renewal, and some of that is deliberate.
You have to pick rules that will hold for a quarter, without calling healthy customers at risk.
Next month, regulated and global accounts can only start through the new assessment, and its routing is not yet proven for them.
You weigh speed against tighter access, because retiring the old paths is hard to undo.
